Rapid development and expansion of new media create a variety of new approaches to social media marketing but also new sorts of ethical issues and conundrums. Therefore, there is also the continuous need for IMC practitioners to understand the ever changing digital landscape, understand how social media has disrupted traditional marketing and PR; and be able to evaluate contemporary and prevailing ethical issues.
This course examines how modern industry uses social media, builds online communities, develops strategies and campaigns to enhance the IMC process. It also addresses the ethical issues facing social media marketers, journalists, public relations specialists and bloggers.
The graduate should be able to appreciate the value of various social media networks, identify ethical issues, craft effective social media marketing and content strategies and identify future trends in new media as part of the IMC process.